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MUC110.LEC5a Marketing Plan


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Basic Elements of a Marketing Plan

MUC110.LEC5a Marketing Plan

  1. 1. Marketing Records g © 2007
  2. 2. The Marketing Plan g © 2007
  3. 3. The Marketing Plan WHAT: A Marketing Plan is a document that addresses all marketing activities for a new release (or product) WHY: Aligns complex activities & spending decisions with company objectives and budget constraints. Supports disciplined, well-researched approach to a company’s marketing process. © 2007
  4. 4. The Marketing Plan A Marketing Plan outlines both strategy and tactics used to promote recorded music • Strategy long-term, overall approach, to a business issue, that focuses on the big picture • Tactics the actual problem-solving techniques © 2007
  5. 5. The Marketing Plan in 5 Questions • What am I trying to promote/sell? • Who am I trying to reach? • What are the obstacles to achieving success? • What are the resources I need to implement my plan? • How will I measure success? © 2007
  6. 6. Approaches to the Marketing Plan Traditional: T diti l Push Approach Based on crafted Brand Messages directed to targeted consumers Non-Traditional Pull Approach Organic Word of Mouth Based on conversations, stories and shared experiences with consumers © 2007
  7. 7. A Record Label Marketing Plan Outlines… O tli •Unique value of particular release/artist •Target A dience Audience •Marketplace conditions- seasonal •Different marketing and promotional “channels” channels or outlets: • Radio • Press- Newspapers, magazines • Internet • TV • Tactics-Concept, Art, Copy, P.O.P (displays, racks, banners), Advertising, racks banners) Advertising Publicity © 2007
  8. 8. Elements of a Marketing Plan I. E I Executive Summary: ti S A high-level summary of the marketing plan. Brief description of product to be marketed and associated goals, such as sales figures and strategic g g goals. II. II Situation Analysis • Company Analysis •G l Goals • Strengths and Weaknesses • Unique Value Proposition © 2007
  9. 9. Elements of a Marketing Plan • Sizing the Market Opportunity: • Number/Market Share • Type • Competitor Analysis • Market position • Strengths &Weaknesses • M k t share Market h © 2007
  10. 10. Elements of a Marketing Plan •Climate Climate –SWOT Analysis –PEST Analysis • Political and legal environment • Economic environment • Social and cultural environment • Technological environment © 2007
  11. 11. Elements of a Marketing Plan • Customer/Audience Analysis –T Target Audience segments: t A di t • Description • Value drivers • Behavior- How they use product y p • How to reach them • Price sensitivity • Decision process • Support requirements © 2007
  12. 12. Elements of a Marketing Plan III. III The Marketing Mix Overview of strategic approach; details of the marketing mix (4 P's): Product Price Place (distribution) ( ) Promotion © 2007
  13. 13. Elements of a Marketing Plan PRODUCT The product decisions should consider the product's advantages and how they will be leveraged. Product decisions should include: • Branding elements • Quality • Scope of product line • Warranty • Packaging © 2007
  14. 14. Elements of a Marketing Plan PRICE Price decisions include pricing strategy strategy, expected volume, and decisions for the following pricing variables: • List price • Di Discounts t • Bundling • Payment terms and financing options p © 2007
  15. 15. Elements of a Marketing Plan PRICE Digital Singles Pricing Source: “Record Label Marketing”, Tom Hutchison Physical CD Pricing © 2007
  16. 16. Elements of a Marketing Plan PLACE (Distribution) • Decision variables include: • Distribution channels, such as direct, retail, distributors & intermediates • Motivating the channel - for example, distributor margins • Criteria for evaluating distributors • Locations • Logistics, including transportation, warehousing, and order fulfillment © 2007
  17. 17. Elements of a Marketing Plan PROMOTION • Public relations ub c e a o s • Promotional programs • Conversations/Social media • Advertising, including: how much and which media • Projected results of the promotional p g programs © 2007
  18. 18. Elements of a Marketing Plan PROMOTION: Publicity Planning Source: “Record Label Marketing”, Tom Hutchison © 2007
  19. 19. Elements of a Marketing Plan IV. Fi IV Financial/Sales Projections i l/S l P j ti • The Budget • The selected strategy's immediate gy effects, expected long-term results, and any special actions required to achieve them • This section usually includes forecasts of revenues and expenses as well as the results of a break-even analysis © 2007
  20. 20. Elements of a Marketing Plan IV. Fi IV Financial/Sales Projections i l/S l P j ti © 2007
  21. 21. Marketing Records: Measuring Success © 2007
  22. 22. Measuring Tools in the Music Industry Used to measure Sales & Usage Data and b ild “th charts”- d build “the h t ” What are consumers buying and listening to? Two Primary Systems: –SoundScan= U it S l (retail) S dS Unit Sales –BDS= Airplay or spins (broadcast) © 2007
  23. 23. SoundScan (Nielsen) • Data system for tracking sales of music and music video products • Collects sales data from over 14,000 outlets: --retail (music stores and big box) --non-traditional (on-line stores, venues, mail order) • In U.S. and Canada • W kl collection; reported on W d Weekly ll ti t d Wednesdays d (previous Monday through Sunday) • Used in Billboard Music Charts © 2007
  25. 25. SoundScan Registration • Any product with a dedicated UPC/ISRC bar code can be tracked by SoundScan •UPC- Universal Product Code (physical product- i.e. CDs) •ISRC- International Standard Recording Code (digital product- i.e. digital downloads) • Must register your title at least 3 weeks before sell date • Registration is free © 2007
  26. 26. SoundScan Reports 300+ SoundScan reports i l d 300 S dS include: Store Types (chain, Independent, etc) Artists Titles Genres Regions Cities (DMA) Weekly Year to Date Archives © 2007
  27. 27. SoundScan Users •Billboard Magazine Charts •Major & Independent Record Companies •Distribution C Di t ib ti Companiesi •Artist Managers, Booking Agents •Concert Promoters Venue Owners etc Concert Promoters, Owners, etc. •Online Retailers and Digital Delivery Co.s •Media and Entertainment Research firms •Music Publications and Journalists •MTV, VH1, CMT © 2007
  28. 28. BDS (Nielsen) • Data system for broadcast or “airplay” of music and airplay music related media • P Proprietary di it l system captures d t f i t digital t t data from 100 million illi “spins” annually • 1,600 terrestrial radio stations, satellite radio and cable music channels tracked • In140 markets in the U.S. and 30 in Canada • Tracks local stations and “network” stations • Used to create the Billboard and Radio Records R di Ai l Ch t R di & R d Radio Airplay Charts © 2007
  29. 29. BDS • BDS categorizes Airplay By: – Types of delivery: Terrestrial/Local, yp y , Satellite, Cable and Internet • BDS reports include: – Songs/Artists by: Formats Stations Regions Dayparts © 2007
  30. 30. Other Industry Measuring Tools Radio & Records: PromoSquad “Hit Predictor Rankings by a panel Hit Predictor”- of music listeners MediaBase: Radio Music Charts Big Champagne: Extensive reporting on Peer-to-Peer file sharing of Music, Videos, Games, Software © 2007
  31. 31. Online/ Social Media Tracking Tools Google Analytics/Google Alerts B dM t i Blogpulse com The Hype Machine Blog yp g © 2007